Analysis of Social Media Influencers on Consumer Purchasing Behaviour: Perception of Small and Medium Enterprises

The study sought to analyse the impact of social media influencers on consumer purchasing behaviour: perception of Small and Medium Enterprises (SMEs). The specific objectives of the study were;

1. To identify the different types of social media influencers used by SMEs.
2. To identify the benefits SMEs, derive in the usage of social media influencers as a promotional tool.
3. To identify the challenges SMEs’ face in the usage of social media influencers as a promotional tool.

The study adopted a descriptive study approach and was purely quantitative in nature. The population of consideration for this study includes all businesses or firms that fit the operational definition of the term “SMEs” as used in this study, who operate on social media have engaged the services of social media influencers. One hundred and fifty (150) respondents were sampled out for the study. The study employed the convenience sampling technique to select its respondents. Questionnaires were used as the data collection instrument. The Statistical Package for Social Sciences (SPSS) was used in the analysis of data.